Bumble said it expects just 0 to 20% of its users to agree to opt-in to sharing a unique ID, called the IDFA, for targeted advertising following the upcoming change from Apple. That could result in increased cost per registration for app developers and a more limited ability for advertisers to accurately target and measure campaigns for specific users, Bumble said.it will trade under the $BMBL ticker on the Nasdaq, runs dating apps Bumble and Badoo.
The change from Apple will prompt users with pop-ups in each app that ask for permission to track users, with an option to either allow or decline tracking. Advertisers use the ID, when it's available, to target ads and measure how effective they are. But the changethe ability of advertisers to target ads the way they have been, since people likely won't opt in.
Bumble earns revenue from online advertising, but says its revenue is primarily derived from recurring subscriptions and in-app purchases. It also pays for advertising to obtain new users. The company said advertising expenses for the year ended Dec. 31, 2019 totaled $130.4 million. Tech companies are bracing for the impact of the changes caused by IDFA when enforcement begins this year. In a December note,
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